STRATEGIC PHILANTHROPY AND MARKETING PERFORMANCE OF SELECTED DEPOSIT MONEY BANKS IN AKWA IBOM STATE: THE MODERATING ROLE OF THE OPERATIONAL BUSINESS ENVIRONMENT

The study examined the moderating role of the business operational environment on the relationship between strategic philanthropy and marketing performance. This study was premised on the inconsistent conclusion of many studies carried out on the influences of strategic philanthropy on marketing performance. The study, which is hinged on the stakeholder’s theory adopted the questionnaire as data collection instrument and survey research design was used. The study population consisted of employees of five Deposit money banks in Uyo metropolis, namely: Zenith Bank PLC, Guaranty Trust Bank, First Bank, United bank for Africa and Ecobank PLC. Purposive sampling technique was adopted while the Krejcie and Morgan’s sample size determination table was used to determine the sample size of two hundred and fifty two (252) respondents. The data were analyzed using descriptive and inferential statistics (Regression, models). Findings revealed that the perceptual factors of strategic philanthropy (inclusion, transparency and collaboration) had significant effect on marketing performance of Deposit Money Banks in Uyo Metropolis. The result further revealed that the operational business environment play a positive and significant moderating role on the relationship between strategic philanthropy and marketing performance of Deposit money banks in Uyo metropolis. Hence, we recommended that; the process of determination and adoption of philanthropic engagements should be inclusive & transparent. Corporations should work with non-profit organization to effect the desired social change. Popular crowd funding platforms like Go-fund-me, kickstarter, 234 giveaway is a can be used to get others involved in the drive for social change and stakeholders should be adequately informed about firm’s philanthropic activities in order to achieve a positive outcome